Journal of Indonesian Economy and Business
Vol 10, No 1 (1995): September

PRINT ADVERTISING COPY TESTING: SOME PROBLEMS IN VALIDITY

Eduardus Tandelilin (Unknown)

Article Info

Publish Date
19 Sep 1995

Abstract

This article aims to develop an integral overview of the present status of thetheory of the copy testing validity. It includes the presentation of the theoriticalconsideration or conceptual issues in copy testing, some empirical results or findingin copy testing, and finally, proposes an alternative conceptual framework of copytesting that a company can use to improve validity in copy testing especially in printcopy testing.

Copyrights © 1995




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Journal Info
Journal of Indonesian Economy and Business
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Abbrev

Publisher

Universitas Gadjah Mada

Subject

Economics, Econometrics & Finance

Description

Journal of Indonesian Economy and Business (JIEB) is open access, peer-reviewed journal whose objectives is to publish original research papers related to the Indonesian economy and business issues. This journal is also dedicated to disseminating the published articles freely for international ...